Top 7 Ads for DTC Brands that Need to be Tested

Source: Author

I work in advertising. As a creative strategist and copywriter for DTC brands, I collect ads like gold.

Here are the top 7 ads that you should be testing for your DTC brand right now…

1. The Benefit Pointer Ad

A simple ad listing all the benefits works well for most brands.

Ensure that the benefits are told in simple language and the visual grabs and holds attention.

Source: Swipe File

2. The Storytelling Ad

This ad feels like a real conversation.

All it does is tell the story of someone who tried your product.

It follows a 3-part structure:

→Problem
→Solution
→Outcome

Cannot go wrong with this.

Source: Swipe File

3. The USP Ad

Simply list all the unique and differentiating factors that make you better than the competition.

Could be a video playing in the background or a static ad.

Pro tip: Focus on offer details too. Not just standalone USPs.

Source: Swipe File

4. The Before/After Ad

Nothing shows results better than a good before/after ad.

While it is supremely effective by itself, Hims does it best.

→Catchy headline
→Benefit-driven
→Risk-reversal
→Shows the result
→Shows the product

Make the most of it.

Source: Swipe File

5. The Educational Ad

Just like the storytelling ad, this one’s an indirect sell.

The ad leans in to educate the viewer on ingredients and then sells the product that has the same ingredients.

Reminder: Lead with value. Make ads that don’t look like ads.

Source: Swipe File

6. The Testimonial Ad

Find a short, crisp, and emotionally charged testimonial.

Attach it to your product’s image.

Notice how this testimonial focuses on the human desire to be appreciated by their partner.

Source: Swipe File

7. The Bold Statement Ad

Present a bold, declarative headline up top.

Ideally, this should be a big idea.

Then show how your product supports that big idea.

I love how Athletic Greens does it.

Source: Swipe File

Which of these ads do you like the most?

Let me know in the comments below!